View
241
Download
1
Category
Preview:
Citation preview
8/12/2019 Abhishek Rasna Ppt
1/14
Submited by :- Abhishek Sharma
Roll NO.: Bm013002PGDM 1 st yearIMS Ghaziabad
8/12/2019 Abhishek Rasna Ppt
2/14
PRESENTATION ON
RasnaBACKGROUND
Rasna is a brand owned by Piomaindustries which introduced andnurtured the concept of soft drinkconcentrate (SDC) in India market
It was the first brand in the country
that provided consumers real fruit liketest and flavor.
8/12/2019 Abhishek Rasna Ppt
3/14
Rasna -Achievements
In the beverage category as MostTrusted Brand of India.
In 2004 a new flavour Rasna cola introduced at Rs.0.50 per glass for thefirst time in the world.
In 2004 the market share of Rasnaincreased from 90% in the previousyear to 93%.
8/12/2019 Abhishek Rasna Ppt
4/14
Ad Campaign
They targeted mainly children &housewife.
Flavors-Pineapple, Orange, Mango,Lime etc.
Brands Tagline - I LOVE YOU RASNA
Advertisement made an impact in themind of the people that Rasna was
trustworthy.
8/12/2019 Abhishek Rasna Ppt
5/14
Arrival of Cola
In the early 90s the market opened updue to cola giants Coke & Pepsi enteredthe Indian markets.
Rasna failed to understand thechanging consumer taste & preferences
& did not launch new innovativeproducts that catered to the customerschanging needs.
8/12/2019 Abhishek Rasna Ppt
6/14
Revamping Rasna
A new brand symbol- a lea f .
A new signature line Relish a Gain
Rasna came up with new advertisementstrategies focusing every age group.
They came up with a new brand ambassador-Karishma Kapoor.
8/12/2019 Abhishek Rasna Ppt
7/14
BENEFITS OF NEW AD COMPAIGN
The new brand symbola leaf
elish a gain
The product popularity in children.
8/12/2019 Abhishek Rasna Ppt
8/14
Advertisement strategy
promotion of the product.
Slogan gaining customer loyalty.
8/12/2019 Abhishek Rasna Ppt
9/14
PROMOTIONAL ACTIVITIES
Communication-through attractivebanners, posters, News papers etc.
Activities promotion
OutdoorsT.V channelsCelebrity promotion-
Karishma kpoorAnupam kher
8/12/2019 Abhishek Rasna Ppt
10/14
After being in the powder concentrate
business for years, Rasna has forayed intothe ready-to-drink category. The company said it has carved aseparate beverages division to give a fillipto the category. Rasna is also mulling to introduce a slew
of products, including flavoured waterand energy drinks, to stay ahead ofcompetition.
Rasna enters ready-to-drink category with Ju-C
8/12/2019 Abhishek Rasna Ppt
11/14
Rasna Chairman and Managing Director PiruzKhambatta said the company may also look at settingup its own manufacturing facility for the ready-to-drink category. We have contract manufacturing
arrangement for juices. In the next six months, weplan to come up with our own plant at an investmentof around Rs 50-60 crore , Khambatta said.Rasna Ju-C has been launched in four flavours --
mango, apple, orange and mixed. The juices would beavailable in one litre and 250 ml PET bottles priced atRs 75 and Rs 18, respectively.
Rasna enters ready-to-drink category with Ju-C
8/12/2019 Abhishek Rasna Ppt
12/14
Pepsicos Tropicana fruit juices.Daburs real fruit juices.
competitors
8/12/2019 Abhishek Rasna Ppt
13/14
Efficient Management of the Production and Marketenvironments will be harnessed further to bring to theGlobal consumers, technologically superior productsin fruits, vegetables, beverages, confectioneries... to
be a world leader in the Processed Food Industry. APresent focus is towards bringing to the GlobalConsumers Ethnic recipes and Food Products fromIndia
Future plans of rasna
8/12/2019 Abhishek Rasna Ppt
14/14
Recommended